Imagine reaching the bottom of your drink and seeing that face staring back at you. Scary!

Virgin Atlantic has just unveiled “Little Richard” ice cubes, which are molded in the likeness of the company’s president, Sir Richard Branson. The details are striking in their resemblance, down to Branson’s signature wavy hair and Cheshire grin. The airline said that it took six weeks to create the mold using photographic techniques and laser scanning technology.

Rather than a tribute to the airline’s fearless leader, the cubes are a stunt to promote Virgin Atlantic’s new onboard bar, which the airline says is the longest of any carrier.